Tag: Campaign

London, United Kingdom – To mark the 21st International Missing Children’s Day, which was celebrated last 25 May, Child Focus, a Belgian foundation that supports the prevention and investigation of missing children, has launched a new campaign built around a website that can only be kept alive by the general public – just like the collective hope for the return of missing children.

The new website, which was created in partnership with Wunderman Thompson Antwerp, features moving portraits of missing children that demonstrate exactly what happens when those children disappear from the public eye – they gradually fade from view. Based on the number of visitors to the website and the number of missing person notices that get shared by using its ‘share now’ button, the portraits of seven children, all of whom have been missing for years, will either fade or become more visible.

The campaign also partnered with French illustrator Nabil Nezzar, who converted the original pictures from the children’s missing persons notices into lifelike, hand-drawn portraits. These children featured on the site are Liam Vanden Branden, Nathalie Geijsbregts, Théo Hayez, Antoine Plomteux, and Ken Heyrman, as well as Vincent Lamouris, and Gevriye Cavas.

Inevitably public attention for the website will decrease after a while but according to Kasper Janssens, Wunderman Thompson’s creative director, that is precisely the strength of the campaign. He said, “Keep Hope Alive acts as a lasting motivator to keep hope for missing children alive. And if the day does come that the children fade entirely, website visitors will instead see a relevant message that will motivate them to rekindle that hope, however small it may seem at the time.”

The campaign is available across social media and digital billboards, bearing the line ‘Don’t let missing children disappear’, to remind people that as long as they keep thinking about these children, they keep hope alive.

India – AirAsia India has launched a 360-degree marketing campaign inviting flyers to become ‘Aviators’ and make the most of the benefits of the NeuPass rewards program by Tata Neu. The campaign is based on the insight that being a part of a family is a rewarding experience. 

Conceptualised by AirAsia India’s creative agency on record, Wunderman Thompson India, The campaign consists of three distinct films, each of which tells a humorous and heartwarming human story that vividly illustrates the joy of being a part of a family.

The integrated campaign across cinema, print, out of-home, digital and social media platforms, showcases the power-packed benefits offered by AirAsia India on the NeuPass rewards program such as exclusive member discounts, complimentary Red Carpet priority check-in, baggage and boarding services and assured NeuCoins that can be redeemed across the family of Tata brands participating on the Tata Neu platform.

Speaking on the launch of the campaign, Siddhartha Butalia, chief marketing officer of AirAsia India, shared, “The NeuPass rewards program affords us the unique opportunity to redefine loyalty from the commoditised and transactional nature of traditional frequent flyer programs where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction.”

Butalia added, “The campaign resonates the essence of what being part of a family is meant to be – a relationship of understanding, a feeling of fulfilment and an experience that is truly rewarding.”

Meanwhile, Priya Shivakumar, senior national creative director of Wunderman Thompson, commented, “We saw the launch of this unique rewards program and the wonderful benefits of becoming an Aviator with AirAsia India as an opportunity to communicate simple and endearing human stories with a touch of humour that bring alive the fact that close friends and family are the ones you can always count on. 

“The campaign ties back seamlessly to the thought of ‘redeeming rewards from each member of the family’ which was the idea we set out to deliver. By doing this, we not only elevated the conversation, but also made it as personal and fulfilling as the rewards,” Shivakumar adds.

Singapore – Diageo has launched its flagship programme on anti-drunk driving in Singapore entitled ‘Wrong Side of the Road’ (WOSTR), which aims to educate the public and help them understand the consequences of drunk driving. Developed together with the United Nations Institute for Training and Research (UNITAR), the programme offers an interactive experience to help individuals understand the effects of alcohol and the shame and stigma that comes with drunk driving.

In Singapore, according to the Ministry of Home Affairs, over 1,000 people were caught by the Traffic Police for drunk driving in the first nine months of 2021, about the same number as the same period last year. 117 people were injured in drunk-driving accidents from January to September 2021, an increase from 103 over the same period last year. On average, one person is killed every month due to an accident related to drunk driving.

WSOTR is a learning experience presented through a series of real-life scenarios with three drunk drivers in the format of a pre-recorded video call. As each story unfolds, the resource invites the participant to ask increasingly honest questions that will resonate with all drivers such as “Did you feel pressure to drive?”, “What was going through your head?” and “How did your family react?”. At the end of the module, participants will be shown a summary of their learnings and directed towards other online resources that can offer additional advice and support. Since its launch in Great Britain in May 2021, WSOTR has been rolled out across more than 20 markets worldwide. Singapore will be the second SEA market to launch WSOTR after Thailand.

Gabriel Opoku-Assare, corporate relations director for Diageo SEA, shared, “We are committed to changing attitudes towards drunk driving and to show through our industry-leading programmes that there is always a better option when it comes to drunk driving. Through WSOTR, we want to expose drivers to real-life situations and share compelling stories about drunk driving that may save their lives, their loved ones, and even innocent bystanders. We want to empower them to make a conscious choice.”

Diageo has a long-standing commitment to promoting positive drinking through its 10-year sustainability action plan, Society 2030: Spirit of Progress. As part of the Spirit of Progress targets, WSOTR aims to change the attitudes towards drunk driving of five million drivers across the world by 2030. It builds on DRINKiQ, Diageo’s dedicated responsible drinking platform, which has already reached out to hundreds of thousands of users across SEA in partnership with companies such as Grab. Diageo has also pioneered programmes such as Smashed, a learning resource for teachers and facilitators to educate young people on the dangers of underage drinking, which is live in Indonesia, Cambodia, and the Philippines.

Supporting the launch of Wrong Side of the Road in Singapore, Diageo is teaming up with SGAG and its cast of stand-up comedians, thespians and digital content creators to deliver this important message of responsible drinking to youth through impactful humour. The SGAG campaign will run in June 2022.

Kuala Lumpur, Malaysia – Smartphone brand vivo has released a new campaign that features nine Malaysian A-list celebrities to share on how vivo’s X80 flagship series enhanced their daily activities.

The campaign features celebrities such as TV personalities Gan Jiang Han, Tong Bing Yu, Jeff Chin, Wayne Tong; alongside Vanilla Crepe Nelson founder Liew, Kubis & Kale founder Aaron Lim, and film director Ghaz Abu Bakar.

In addition, the campaign features testimonials from these celebrities, such as Wong saying that the ZEISS co-engineered vivo X80 series enables him to capture perfect shots with hyper-clarity details and accurate colour tone. Or how vivo’s dual chip supported vivo X80 series helps She Ting’s job as a newscaster to take down important notes and revise news articles whenever and wherever

Bangkok, Thailand – What happens when a brand struggles to come up with the theme for their latest advertising campaign? Some would say lean to one generation first and leave the rest. But this was not what Thai fried chicken brand Five Star Chicken did, and instead crowdsourced every idea they could get from both the young and old generation, and made it into a full seven-minute ad.

Conceptualised alongside creative agency BBDO Bangkok, the quirky and tongue-in-cheek ad features a presenter called ‘Weir’ who tries to crowdsource ideas for the ad. And so, with every minute passing, a totally unrelated scene or theme comes into play, whether bad guys chowing down on chicken sticks, a Harry Potter sorcerer turning into a magical princess, or how a commando goes head to head with a Chinese martial artist.

As quirky as the ad is, the brand communicates its message that no matter the ideology–whether politics, music, fashion or even how to raise your child–what you all share is the love for chicken.

“The first replies were some quirky, but cool ones on Instagram, but then we saw people discussing the topic further on Facebook and Twitter. In the end, our filmmaker suggested we go out and ask people on the street what they want, and bang, we had an ad for all generations,” the agency explained.

Meanwhile, Thasorn Boonyanate, chief creative officer at BBDO Bangkok, commented, “It’s quirky, it’s weird, it’s funny, and yet it’s a super entertaining film that brings together every idea from every generation into one exciting story.”

As of this writing, the ad has generated over 600,000 views on Five Star Chicken Thailand’s official YouTube channel.

Hong Kong – With the COVID-19 pandemic’s fifth wave gradually subsiding in Hong Kong, financial service giant HSBC has launched a new local campaign to support the local community, conceptualised alongside Grey Hong Kong.

Eighteen designated HSBC branches will become Hong Kong’s photo-worthy spots. To spread positivity and unveil the city’s hidden gems, each branch across the eighteen districts will showcase signature landmarks and sights of the district along with a dedicated, inspirational quote. 

The HSBC Main Building in Central also recently launched the ‘Branching Out Our Support’ light show – urging the Hong Kong community to slow down and enjoy life while capturing new opportunities. 

Luanne Lim, CEO for Hong Kong HSBC, said, “HSBC has been supporting the HK community for 157 years. Launching the ‘Branching Out Our Support” campaign allows us to stay closely connected with the community, which we hope will continue to thrive.”

Meanwhile, Sonic Choy, creative partner at Grey HK, commented, “The people in HK have been making a concerted effort to meet with all the challenges posed by the pandemic. We want to give them the opportunity to experience some joy, and enjoy all the photo-worthy spots, accompanied with inspirational quotes.”

The campaign will be rolled out in HSBC branches and on social media for the Hong Kong market. In addition, HSBC has launched a check-in mini-game on Facebook and Instagram to encourage people to tour different districts of Hong Kong. They will also randomly select 40 lucky winners to each receive an HKD2,000 HKTV Mall coupon.

Kuala Lumpur, Malaysia — Lion & Lion launched the #RayaNiSayaRindu initiative on Tiktok to extend the Eid al-Fitr festivities with foreign workers in Malaysia, and their loved ones in their respective home countries. In line with Lion & Lion’s tagline of being ‘Made To Impact’, the creatively-driven, digital-first agency had tall ambitions to act on their belief that everyone should be able to celebrate Eid – regardless of their nationality, culture and status.

The #RayaNiSayaRindu campaign was launched on TikTok on May 1 2022 with a series of nine emotional stories told in Bahasa Indonesia, Urdu and Bengali – the most common languages spoken by foreign workers in Malaysia.

Based on local insights, the emotional stories hinged on the people, rituals and practices foreign workers missed the most as they celebrated Eid in Malaysia. Each emotional story drove users to the @RayaNiSayaRindu account on TikTok.

Claudia Low, regional head of creative content of Lion & Lion, said, “Foreign workers make up a large part of our labour force in Malaysia, many of whom come from Indonesia, Pakistan and Bangladesh.”

“As we were working on client campaigns that centered upon 2022 being the first year Malaysians could balik kampung (return to one’s hometown) to celebrate with their loved ones in person since the pandemic, we couldn’t help but notice that not everyone shared the same luxury. Especially with Labour Day falling the day before Hari Raya this year,” Low said.

According to her, they assembled a small, creative task force of culturally diverse Lions with personal connections to these communities to craft their stories as well as to share their truth and make an impact within these foreign worker communities.

Ham Maghazeh, regional director of social media for Lion & Lion, shared, “We chose to run our campaign on TikTok based on our deep understanding of our target audience. From our insights, we learned that entertainment through social media is an integral part of their everyday life, indicating that many of the foreign workers we wanted to reach out to are active on TikTok.

On the results, Maghazeh said, “Although TikTok is normally used to share humorous or fun content, we decided to disrupt the channel with emotional stories in order to capture attention and encourage participation. Our thinking paid off, because, in only four days, we grew our community from 0 to 1,300 followers, with every one of our stories gaining more than 1,000 views.”

Sydney, Australia – Automobile brand Subaru has recently launched a new campaign to showcase its new all-wheel-drive Subaru WRX rallies, alongside The Works, an agency part of the Capgemini group.

The campaign drives home strong themes of desire and passion to the most loyal of the WRX fandom, with Subaru’s continued trend of emotive music selection playing a key role. This time set to the iconic Aussie track ‘Need You Tonight’ by INXS, the campaign is a celebration of the love and affection Australians have felt for the stylish performance rally model for over 30 years whilst simultaneously accelerating a sense of ‘exhilaration to a new generation’. 

Amanda Leaney, Subaru’s marketing director, said, “Built on decades of rallying heritage, the WRX is more than a legendary car, it’s a cultural icon synonymous with World Rally Championships, blockbuster movies, gaming and more. So, pairing the All-New WRX with the equally iconic sounds of INXS made a lot of sense.”

Meanwhile, Nathan Bilton, The Works’ creative director, shared, “It’s not often you get to work on an automotive icon. Pair that with some incredible locations from around Tassie, the spiritual home of rally in Australia, then let Mark Toia work his magic and you can see why the WRX has captured the hearts of fans for so long. And why the latest in a long line of legends is perfectly engineered to deliver the next generation of exhilaration.” 

The campaign will be available on TV screens this week, as well as across social, online, and digital.

In April 2022, Subaru has also launched a new campaign to showcase its sports car BRZ model. Created in partnership with The Works, part of Campgemini Group, the spot illustrates a sense of pure driving joy, brought to life by artist Chris Yee.

Australia – As travel plans were disrupted due to the pandemic, many hospitality companies have been making efforts in reigniting people’s love for travel. With this in mind, Accor has launched a Pacific-wide ‘ALL – Accor Live Limitless’ marketing campaign to promote ALL.com as the all-encompassing digital destination for the best travel experiences, with incredible loyalty benefits.

The brand campaign leads with some of Accor’s preeminent brands such as Sofitel, Pullman, Novotel, and Mercure, as well as Mantra, and ibis, connecting them to ALL.com. It highlights the many benefits of the ALL – Accor Live Limitless loyalty programme, such as room upgrades and limitless experiences.

The ALL.com brand campaign is now available until 30 September 2022, and will come to life through various campaign elements, including paid media, promotional spots on Australia’s #1 breakfast show – Sunrise, a national competition airing across New Zealand on TVNZ 1, digital advertising, and social media, as well as video content. It also includes partner advertising, such as LED signage and video advertising on Accor Stadium screens, plus Accor brands on LED signage at AFL and NRL matches across the region.

Moreover, the campaign has also owned channels, including email marketing, app, and website display advertising, social media campaigns, and assets for digital screens at Accor properties and hotel social media channels and websites. A tactical promotion of Accor’s flexible rates across the Pacific is also included in the campaign, with rates starting from AU$119 per night in Australia at ibis Melbourne Central, and NZ$99 per night in New Zealand at BreakFree on Cashel Christchurch. There is also a loyalty offer giving members of ALL, who will book before 30 June 2022, 2X Reward points for stays until 30 September 2022.

Sarah Derry, Accor Pacific’s CEO, shared that increasingly, their guests are seeking more personalised experiences and this brand-led campaign showcases the richness and quality of choice across the Accor network, promoting ALL.com as the gateway to discovering more destinations and incredible experiences.

”Guests have access to multiple unique experiences through ALL.com, from our collection of boutique MGallery hotels, experiencing Swiss indulgence with Chocolate Hour at Mövenpick Hotels & Resorts, through to relaxing in Mantra’s spacious family apartments,” said Derry.

Singapore – Global toy brand LEGO has launched a new campaign called “Brick The Rules”, which showcases how LEGO cars can offer a very unique form of play that enables kids to imagine, build, unbuild and rebuild once more, in fun, new, exciting ways that are only limited by your imagination.

Created in collaboration with creative agencies GREY Singapore and GREY Dubai, the campaign gives kids the freedom to build and play with a great deal of imagination. The campaign perfectly captures the truth that playing with LEGO bricks allows kids not only to enjoy the cars they have a passion for but also helps them express themselves freely and gives them the space to develop their creativity. 

In addition to the campaign, an online film has been released that shows ‘how 5 minutes and being told not to do something’ is all the invitation a kid needs to “Brick the Rules”.

The GREY collective said, “It was a project where in the process we also had to break/brick some rules. A borderless effort between the Dubai and Singapore studios, we shot with a production house in Brazil, and the client was in South Africa. The result, as you can see, is super fun, eye-catching, and with several hours invested behind the craft and editing.”

The campaign included social content, e-commerce, posters and in-store materials, and will run in the UAE, Saudi Arabia and South Africa.